ESSEC Business School - France - The fundamentals of hotel distribution
- Offered byCoursera
The fundamentals of hotel distribution at Coursera Overview
Duration | 16 hours |
Start from | Start Now |
Total fee | Free |
Mode of learning | Online |
Official Website | Explore Free Course  |
Credential | Certificate |
The fundamentals of hotel distribution at Coursera Highlights
- 10% started a new career after completing these courses.
- This Course Plus the Full Specialization.
- Shareable Certificates.
- Graded Programming Assignments.
The fundamentals of hotel distribution at Coursera Course details
- In today's hotel sector an increasingly complex network of traditional and web based channels have to be managed to insure hotel success. Key questions include: how should you distribute over the web? What should you include on your brand.com website so people book through it? How can you maximise the potential of online travel agents (OTAs)? With the distribution environment both highly complex and constantly evolving, this course will give you comprehensive foundation of current industry practices to help jump start your career in this fascinating domain.
- Acknowledgements: Claire Bertrand, Vincent Chatain, Jessica Moses, Benjamin Six (ESSEC Business School), Emilie Dupr© (Image-In), Gregory Halidy (Triplay)
The fundamentals of hotel distribution at Coursera Curriculum
Setting the scene
Mooc introduction
Historical evolution
The hotel business value chain
Franchise and Management agreements
Growth and the value of branded hotel chains
Hotels as economic units
Introduction to revenue management
Trends and challenges
Wrap-up and conclusion
Complementary readings
Peer Review documents
Practice Lesson 1
Practice Lesson 2
Practice Lesson 3
A deep dive into hotel distribution
Why hotel distribution?
The origins of hotel distribution
The web revolution
Working with the OTAs
OTA Business Model
The brand.com site
The forgotten majority: traditional channels
The distribution cost puzzle
The true cost of brand.com
The price parity paradox
Magnificent Meta-Search
Disruption in the market place?
Complementary readings
Peer Review Documents
Practice Lesson 1
Practice Lesson 2
Practice Lesson 3
Practice Lesson 4
Direct distribution: the key to hotel success
Introduction
Deciding what you want
Registering your domain name
Content
What is good hotel content?
Creating your web pages
Selecting a good hosting solution
Introduction to online marketing
Organic search engine marketing
Paid search engine marketing
Email Marketing
Display Advertising
Affiliate marketing
Social Media Marketing
Using Analytics for customer insight
Wrap-up and conclusion
Complementary Readings
Practice Lesson 1
Practice Lesson 2
Practice Lesson 3
Practice lesson 4
How to manage your OTA
Working With Online Travel Agents
Why OTA's?
Reach
The Billboard Effect
Pay-per-Performance
Reactivity
Market Information
Introduction
Photos
Content
User Reviews
Competitive Rates
Manage Availability
How should a hotel work with Expedia?
How should a hotel work with Booking.com?
Conclusion
Complementary readings
Peer Review Documents
Practice Lesson 1
Practice lesson 2
The fundamentals of hotel distribution at Coursera Admission Process
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